October 2024

The landscape of ad spending has changed significantly in recent years. We have seen a major shift in marketing campaigns from before the pandemic to now. Everything from graphic styles to personalization has evolved, and so has spending. With more brands in the mix, advertising spending is consistently rising.

The question is, why are some still hesitant to adjust their spending? The simple fact is that budgets must change over time. If your budget doesn’t evolve, you won’t be able to compete with the growing number of brands advertising online.

Let’s break down what you need to know if you plan to keep up in the increasingly competitive advertising landscape.

Related: Is Your Advertising Spend Going to Waste? If You Don’t Fully Understand This Metric, It Might Be

Supply and demand dictate spending

Let’s begin with the current situation. Advertising rates are increasing, which means you’ll need to increase your budget to attract the quality of traffic you want. The cost of effective online advertising is determined by supply and demand. When more companies vie for the same ad placement, the price for that placement goes up.

What are the reasons for this recent rise? Firstly, the pandemic fueled a surge in e-commerce as consumers shifted from brick-and-mortar stores to online retailers. However, this boom has been met with challenges. When the world shut down, brands significantly decreased — or even halted altogether — their marketing costs. Now that the economy has picked back up, competition has returned with a vengeance. The dominance of Google Ads and Facebook Ads has also created a double-edged sword for advertisers. While these platforms offer massive reach and targeting capabilities, their popularity has driven up advertising costs. This is due to a classic case of supply and demand. With more businesses vying for the same ad space on these platforms, bidding wars erupt, inflating the cost per click or impression. This trend is further amplified by limitations on data tracking, making it harder for advertisers to pinpoint their ideal audience. The result? Steeper costs for businesses to reach their prospects online. Additionally, the increased popularity of online shopping has attracted more advertisers, driving up competition for consumer attention and inflating the cost of advertising space. These factors are creating a complex landscape for e-commerce businesses, demanding innovative strategies to navigate the new realities of the online marketplace. That, combined with a growing population of advertisers, as well as many brands having moved their marketing online due to remote culture, means costs are, and will only continue, climbing.

Take advantage of technology and automation

Although many business owners decide to take the DIY approach due to cost, the opportunity cost of not knowing how to properly target an audience, use tools to improve your outcomes, and reduce your per-click and per-impression costs is typically far more expensive than working with an expert. One way to produce highly relevant ads is to take advantage of today’s technology. Artificial intelligence can learn more about each subset of your audience than you likely ever could imagine. Moreover, the best AI marketing tools make it easy to use your data to create highly relevant advertisements. So, if you’re still combing through spreadsheets, hoping to find a trend, it’s time to upgrade your technology.

Smart marketing tools and marketing automation are your biggest allies in navigating this challenge. Automation can take the reins on managing your ad spend, constantly searching for the best inventory based on past performance, as well as ongoing ad rates and top-performing channels. Identifying and prioritizing these top-performing channels ensures your budget is directed toward the most impactful avenues. Marketing tools can further serve as cost-cutting allies by pinpointing the most precise targeting options, taking the guesswork out of online advertising and giving you time and energy to take back to other areas of your business. This laser focus eliminates wasted ad spend and time, ensuring your message reaches the exact audience you desire and ultimately reduces your overall ad spend.

Related: 4 Marketing Budget Hacks That Will Boost Your Business in 2024

Plan in advance for disrupted seasons

The holidays may be far away, but from an ad fund standpoint, it’s something you’ll want to be prepared for long before they’re right around the corner. Brands can adhere to various holiday seasons, some may want to up their ad spend tremendously during this time and others may want to reevaluate it. Beyond the holidays, other seasonal events can significantly impact advertising costs. Events like major sporting competitions (e.g., the Olympics, FIFA World Cup), award shows, and even back-to-school season can see increased competition and higher ad rates. These periods of time play a significant role in driving up the cost of advertisements. It’s no secret that consumers like to spend more money during the holiday season compared to their typical spending behavior. As such, it’s important to stay ahead of the curve for your yearly holidays and to note that those periods are when advertisers are most interested in attracting their target audience. That means demand for advertising typically sees significant increases on an annual basis, but keeping an eye out for this and planning ahead will keep you at the forefront. It’s important to make these periods and planning part of your overall marketing strategy.

Over the years, marketers have watched demand climb during the holiday season and seemingly fall after the holiday season. However, that seasonal drop seems to be shrinking each year. Ultimately, marketers seem to be anticipating the drop in demand following the holiday season, and as such, many are saving meaningful amounts of money for this period. This causes an increase in demand that rivals the holiday increase, which in turn means you should continue to consider adding more to your ad fund during these times. Having a marketing automation partner can help set you up for success by automating the process for you.

The bottom line

The bottom line is that the marketing industry has a history of fast-paced evolution, and that evolution isn’t likely to end anytime soon. As more and more advertisers join the fray, demand will likely continue to grow, leading to inflated advertising prices. Make sure your brand is keeping ahead of the competition by planning for the future and potential shifts in advertising.

In the ever-evolving world of business, entrepreneurs are often admired for their ability to innovate, adapt and create. But what truly sets successful entrepreneurs apart from the rest? While the paths to success may vary, certain key traits consistently emerge among high-achieving business leaders. These traits provide insight into the mindset and behaviors that drive entrepreneurial success.

Here are the top five traits that represent successful entrepreneurs:

Related: 10 Traits of Entrepreneurs Who Built Billion-Dollar Companies

1. Compulsion to be organized

A trait often overlooked but fundamental to many successful entrepreneurs is their inherent need for organization. This isn’t just about having a tidy desk or color-coded files — it’s a way of life. Successful entrepreneurs thrive in environments where everything is in its place, whether it’s their workspace, their home or their daily schedule. This compulsion for order reflects their ability to manage complexities and juggle multiple responsibilities efficiently.

In my personal experience, I’ve found that one of the most telling signs of this trait can be seen in how people unwind after a long day. When interviewing successful entrepreneurs, I often ask them, “What’s the first thing you do when you get home after work?” More often than not, their answers revolve around organizing their personal space — whether it’s tidying up the kitchen, arranging the living room or setting the next day’s schedule. This attention to detail in their personal lives is a mirror of the discipline they bring to their businesses. Being organized allows them to create structure in chaos, giving them the clarity to make effective decisions.

2. Dislike for traditional education structures

Another common trait among successful entrepreneurs is their dissatisfaction with regimented educational systems. It’s not that entrepreneurs dislike learning — on the contrary, many of the most successful businesspeople are lifelong learners. However, they often chafe under the strict, standardized environments of traditional schools. Entrepreneurs tend to reject rote memorization and the conventional paths laid out by academia. Instead, they seek experiential learning, diving deep into subjects that interest them on their own terms.

The rigidity of formal education can feel confining to those who thrive on creativity and unconventional thinking. For entrepreneurs, the drive to solve problems and innovate doesn’t align with the step-by-step progression of academic programs. Instead, they prefer hands-on experience, self-education and mentorship. This trait often explains why many entrepreneurs drop out of college or pursue alternative forms of education that allow them more freedom to explore and build their ideas.

Related: To Be a Successful Entrepreneur, You Need These 4 Characteristics

3. Relentlessness and emotional detachment

Entrepreneurs are often relentless in their pursuit of success, a quality that can sometimes come across as a lack of empathy or emotional drive. While it’s important to note that successful entrepreneurs are not devoid of feelings, they have an extraordinary ability to compartmentalize their emotions and set them aside in the name of progress.

Day-to-day decisions in entrepreneurship often require a focus on logic and outcomes, rather than emotions. This allows entrepreneurs to remain focused, especially when faced with setbacks, disappointments or difficult decisions. Whether it’s letting go of employees or pivoting their business strategy, entrepreneurs are often able to make tough choices without letting emotions cloud their judgment. This relentless drive helps them push through obstacles and maintain momentum, even when the odds seem stacked against them.

4. Resilience to rejection

Rejection and negative feedback are par for the course when it comes to entrepreneurship. The difference between successful entrepreneurs and others lies in how they handle these challenges. Rather than letting a “no” derail their efforts, successful entrepreneurs are impervious to rejection. They see it as part of the journey and not as a personal failure.

In fact, many successful entrepreneurs view rejection as a stepping stone to success. Each “no” is an opportunity to refine their approach, learn from their mistakes and ultimately improve their product or service. This resilience to negative feedback means that entrepreneurs aren’t discouraged by temporary setbacks. Instead, they remain confident in their vision and undeterred by the opinions of those who doubt them.

5. Comfort in discomfort

Perhaps the most defining trait of successful entrepreneurs is their ability to live outside of their comfort zone. The vast majority of people seek stability and routine, preferring to stay within the confines of what they know. Entrepreneurs, on the other hand, thrive in the unpredictable, often uncomfortable world of risk-taking and innovation.

Whether it’s launching a new product, entering an untested market or experimenting with a novel business model, successful entrepreneurs are not afraid to venture into the unknown. They understand that real growth happens when they push the boundaries of conventional thinking and embrace uncertainty. It’s this willingness to be uncomfortable — to take risks that others shy away from — that often leads to breakthrough ideas and the discovery of new opportunities.

In contrast to the general population, who may shy away from unpredictable situations, entrepreneurs actively seek out challenges and new frontiers. Their ability to embrace discomfort allows them to stay ahead of the curve, exploring new technologies, markets and industries before others are willing to take the plunge.

Related: 7 Traits Shared by the World’s Top Entrepreneurs

Ultimately, these five traits — organization, a rejection of conventional education, emotional detachment, resilience to rejection and comfort with discomfort — create a foundation for entrepreneurial success. While every entrepreneur’s journey is unique, these characteristics provide a strong framework for those looking to build and grow successful businesses.

The floodwater from Hurricane Helene, the Category 4 hurricane that impacted six states and caused at least 230 deaths in late September, swept a 7,000-pound Rivian electric truck about 100 yards away from where it was parked. When its owner found the truck, opened its mud-encrusted door, and tried to turn it on, he found that the vehicle powered up as usual.

Rivian R1T owner Michael Cusick, an Asheville, North Carolina resident, told car aficionado Joshua Vincent Sauer in a viral social media video that he parked the car on Thursday, September 26, and came to retrieve it on Saturday, September 28.

@usedcarmanwnc Hurrican Helene tried to destroy a brand new Rivian truck! Owner thought it was totaled and went to call his insurance when his friends suggests they “Boot it up”! Well by golly it did just that and Booted up ready for more. Interior was untouched and idk how that’s possible with the truck weighing 7000lbs plus ans being moved 100s of feet or more! #Rivian #RivianR1T #riviantruck #RivianR1Tperformance #Rivianinhurricane #RivianHurricaneHelene #flood #uhaul #asheivlle #tunnelroad #swannanoa #swannanoariver #lucky #whatluck #wnc #wncstrong #asheville #ashevillenc ♬ original sound – USEDCARMAN

At first glance, Cusick thought the over $70,000 EV was totaled. He was still able to open the door handle though, and when he got in, he found there was no water damage inside — it functioned normally.

“It just booted up like nothing had happened,” he said.

Hey it’s Michael Cusick from the viral flooded R1T video. It’s still unreal to me that my Rivian survived. Swept 100 yards from where I parked it and aside from a little vibration at higher speeds she drives like a dream. Truly a testament to the engineering team over @Rivian pic.twitter.com/mhVyMxOXnh

— Michael Cusick (@chessforgiants) October 4, 2024

For everyone that’s been asking, here is a video of the interior, gear tunnel, and frunk! Not a drop of water made it in. If I were to speculate, that’s a direct result of the engineering team @rivian and the mud being so thick it sealed the entire vehicle from water intrusion. pic.twitter.com/7rZlRHRb6m

— Michael Cusick (@chessforgiants) October 5, 2024

While Cusick’s Rivian R1T survived, other electric vehicles weren’t as lucky. At least six houses burned down in Florida because electric vehicles caught fire after being submerged in floodwater. In one viral video, a Tesla EV ignites after being exposed to salt water.

The batteries in electric vehicles, golf carts, and scooters “do not mix well with salt water,” Florida State Fire Marshal and Chief Financial Officer Jimmy Patronis said last week.

He wrote in a post on X on Sunday that Hurricane Helene caused 48 fires, about a quarter of which were from EVs.

Let’s talk lithium-ion battery fires: from Hurricane Helene alone we had 48 fires, eleven of which were EVs. Once a fire starts, we cannot put it out. The salt water from storm surge compromises these batteries. (2/7)

— Jimmy Patronis (@JimmyPatronis) October 6, 2024

“Once a fire starts, we cannot put it out,” he wrote.

Cusick is still driving his Rivian, per social media updates this week.

Related: Hurricane Helene Devastated a High-Quality Quartz Mining Town — Here’s How It Affects Everything From Smartphones to Semiconductors

Most people (56.8%) around the world identify as introverts, according to a 2020 study from The Myers-Briggs Company. Those with an introverted personality are often reflective and self-aware, prefer to write rather than speak and feel tired after being in a crowd.

Naturally, many introverts aren’t big fans of public speaking. Addressing an audience might be an inevitable part of professional life, but the average introvert probably isn’t clamoring to get in front of a group.

Related: I Work With Warren Buffett. He’s Probably the Smartest Person in the World — Here’s the Best Advice He’s Given Me.

Even the most successful business leaders in the world aren’t immune to stage fright.

Warren Buffett, the 94-year-old billionaire chairman and CEO of conglomerate holding company Berkshire Hathaway, considers himself an introvert. In his biography The Snowball: Warren Buffett and the Business of Life by Alice Schroeder, he admits that speaking in front of a crowd used to make him physically ill.

^{Image Credit: Chip Somodevilla | Getty Images. Warren Buffett.}

“I was terrified of public speaking,” Buffett says. “You can’t believe what I was like if I had to give a talk. I was so terrified that I just couldn’t do it. I would throw up. In fact, I arranged my life so that I never had to get up in front of anybody.”

Related: In Leadership, Introversion Is Underrated — and Warren Buffett and Bill Gates Share How They Use It to Their Advantage.

After Buffett graduated from Columbia Business School, where he studied under investor Benjamin Graham, he returned to Omaha, Nebraska. There, he saw an advertisement for a public speaking course using the Dale Carnegie method.

Buffett was familiar with Carnegie’s 1936 self-help book How to Win Friends & Influence People, and he’d even signed up for a Carnegie public speaking class in New York — before he backed out and stopped payment on the $100 check.

Buffett decided to give the course another chance in Omaha.

“I took a hundred bucks in cash and gave it to Wally Keenan, the instructor, and said, ‘Take it before I change my mind,'” he recalls in The Snowball.

Related: 5 Mega-Successful Entrepreneurs Who Are Introverts

In Keenan’s class at Omaha’s Rome Hotel, Buffett discovered the key to conquering his public speaking fears.

“The way it works is that you learn to get out of yourself,” Buffett explains. “I mean, why should you be able to talk alone with somebody five minutes before and then freeze in front of a group? So they teach you the psychological tricks to overcome this. Some of it is just practice — just doing it and practicing.”

Practicing under the same conditions in which you’ll speak or otherwise perform can help promote success in high-pressure situations, Sian Beilock, cognitive scientist and current president of Dartmouth College, told Entrepreneur in 2022.

Related: Steve Jobs’ Public Speaking Power Moves Remain Just as Relevant Today, 13 Years After His Final Keynote at the Apple Developers Conference

Additionally, it can help to take a step back as the event draws near, according to Beilock. Then, during the high-stakes moment, she suggests interpreting physiological responses positively; for example, consider sweaty palms or a racing heart signs of excitement rather than anxiety.

“And it worked,” Buffett says of the psychological techniques he learned in his public speaking class many decades ago. “That’s the most important degree that I have.”

Buffett‘s certification of completion for the Carnegie course, dated January 1952, hangs above the sofa in his office, according to Schroeder’s account.

Related: I Spent a Day Living Like Billionaire Warren Buffett. Here’s What Happened.

Now, Buffett stands in front of an audience of 40,000 at Berkshire Hathaway’s annual shareholder meeting, where attendees line up hours before the event to listen to the Oracle of Omaha speak.

Several years ago, I was involved in a professional conflict that consumed all my energy, focus and time. I was working with a colleague I had known for years. It was an important project to me, and part of it became a point of contention between us. I passionately believed that my approach was the right one, and I was determined to see it through. My colleague disagreed and felt her approach was more robust than mine.

The more I pushed, the more resistance I encountered. Our meetings became tense, the emails we exchanged seemed filled with increasing sharpness and the project’s progress slowed to a crawl. It wasn’t just about the project anymore; it felt like a personal battle I had to win. I was convinced that if I didn’t fight for this, the entire project would fail, and I would wonder what could have been.

However, as the weeks dragged on, I realized that this battle was taking a toll on the project and me personally. My stress levels were through the roof, my relationship with my colleague was deteriorating and the project that we had been so excited about turned into a source of dread. The breaking point came when I confided (okay, complained) to a trusted friend who asked, “Is this fight worth it? What are you trying to win here?”

That question hit me like a ton of bricks. I had become so focused on winning the battle that I lost sight of the bigger picture. Ultimately, I had to step back, reassess and make the difficult decision to let go of my stance for the greater good of the project and my relationship with my colleague. It wasn’t easy, but it was the right decision.

That experience taught me a crucial lesson about leadership: not every battle is worth fighting. As leaders, we must learn to choose our battles wisely, knowing when to push forward and when to let go.

Here’s how I approached this delicate balancing act.

1. Evaluate the impact on the bigger picture

One of the most important considerations when deciding whether to fight a battle or let it go is understanding the impact on the bigger picture. Will winning this battle benefit the project, the team or the company in the long run or is it more about personal pride?

Leaders who consistently focus on the bigger picture rather than getting bogged down in minor details seem more likely to navigate complex challenges successfully. I’ve watched other leaders gracefully step back even when I knew they believed they were right in that situation. It’s essential to stop and assess whether the battle you’re fighting is aligned with the project’s overall goals and vision.

Related: 3 Signs You’re Letting Pride Get in the Way of Being Successful

2. Assess the possible cost of the battle

Every battle comes with a cost—time, energy, relationships or resources. Before engaging in any conflict or disagreement, it’s essential to weigh these costs against the potential benefits. In my case, the price was the deterioration of a long-standing relationship with my colleague and the stagnation of the project’s progress.

Research from the University of California (their various studies on conflict and leadership) found that leaders who weigh the costs of conflict before engaging in one are more effective in maintaining a cohesive team and driving long-term success. This means you should consider the immediate fallout and the long-term consequences of engaging in a battle.

3. Determine what’s truly at stake

It’s easy to get caught up in the heat of the moment and lose sight of what’s really at stake. Is this battle about a critical issue that will significantly impact the success of the project or company, or is it more about your ego and proving your point is correct?

In my experience, many uncomfortable situations that seem important now are driven by personal pride rather than business necessity. By stripping away the emotional layers, you can focus on what truly matters. I have found that when I focus on objective outcomes rather than emotional satisfaction, I’m more successful in conflict resolution and decision-making.

4. Recognize when to let go for the greater good

Sometimes, the best decision a leader can make is to let go. This doesn’t mean giving up; it means recognizing that your energy and resources might be better spent elsewhere. Letting go can be an incredibly difficult decision, especially when you’ve invested a lot of time and effort into a particular project, but it can also be the most strategic move.

In the end, letting go allowed me to refocus on the larger goals of the project and rebuild the strained relationship. Letting go when necessary makes one more adaptable and better equipped to lead, a key trait of successful leadership.

Related: Conflict Is Inevitable But Necessary. Here’s How to Stay Calm During an Argument and Rebuild Afterward.

5. Learn from the battle

Whether you fight a battle or let it go, there’s always a lesson to be learned. It’s crucial to reflect on the experience, understand what worked and what didn’t, and apply those insights to future decisions. Every battle, win or lose, is an opportunity for growth and learning.

An article from the Center for Creative Leadership stated that leaders who regularly reflect on their decisions and learn from their experiences are more resilient and effective in their roles. This practice of reflection helps in making better decisions in the future. It also enables you to look at things differently — ensuring you’re not just fighting battles but choosing the right ones.

Looking back on that challenging time when I was butting heads with my colleague, I realize that learning how to choose my battles was a valuable lesson in my leadership journey. It’s easy to get caught up in the details and fight for every inch while losing sight of the larger goals. However, authentic leadership is about making strategic decisions that benefit the team and the project.

As leaders, we must step back, assess the situation clearly and decide when to push forward and when to let go. This isn’t about avoiding conflict or backing down; it’s about being wise, strategic, and focused on what truly matters. By choosing our battles wisely, we can lead more effectively, build stronger relationships and achieve greater success.

Ultimately, the battles we choose to fight — and those we choose to let go — define us as leaders. It’s in these deciding moments that we demonstrate our true leadership capabilities.

The U.S. job market surpassed forecasts with a staggering addition of 254,000 new jobs in September. Experts were forecasting the number to be around 150,000.

The unemployment rate, meanwhile, fell from 4.2% in August to 4.1% in September.

Related: Barbara Corcoran Says This Is the One Question to Ask Before Selling Your Home

“You really couldn’t ask realistically for a better report for the economy — coupled with finding out that the port strike is not going to be an extended matter, and that at least for months, this is not going to be an issue,” Chicago Federal Reserve President Austan Goolsbee told Bloomberg Television Friday. “Those are two pieces of very good news.”

Experts note that last month’s interest rate cut is still taking effect and could boost sales in sectors that use borrowing rates, like cars and homes. More cuts are expected at the Fed’s next two meetings in November and December.

Inflation has slowed from its peak of around 9% in 2022, though it still remains slightly higher than the Fed’s set 2% goal.

California recently made a significant move in the franchise industry with Governor Gavin Newsom’s signing of Senate Bill 919 (S.B. 919). This bipartisan legislation introduces new registration and pre-sale disclosure requirements for third-party franchise sellers, including brokers, broker networks and franchise sales organizations. The bill aims to enhance transparency during the franchise sales process, an area that has long been under scrutiny.

Related: Considering franchise ownership? Get started now to find your personalized list of franchises that match your lifestyle, interests and budget.

The International Franchise Association (IFA) was a vocal supporter of this legislation, citing its alignment with the principles outlined in the IFA’s Responsible Franchising initiative. By focusing on transparency and disclosure, S.B. 919 is a step toward strengthening the franchisee-franchisor relationship.

“By improving information available to prospective franchisees during the pre-sale process, the legislation strengthens the foundation on which the franchise relationship begins,” Matt Haller, president and CEO of the IFA, said in a statement. “We hope this law will serve as a model for Responsible Franchising in other states.”

Related: See The Entrepreneur 2024 Top Franchise Supplier List

What this means for franchise brokers

Franchise brokers play an essential role in the industry by connecting franchisors with potential franchisees. Their fees are often tied to their ability to bring qualified candidates to the table. In states like New York and Washington, third-party franchise brokers are already subject to registration requirements and now, with S.B. 919, California joins that list.

The new law amends the California Franchise Investment Law (CFIL), adding specific annual registration and pre-sale disclosure mandates for franchise brokers and networks. These include yearly registration, where brokers must register annually and pay applicable fees, and new disclosure requirements, including requiring third-party franchise sellers to deliver a disclosure document to prospective franchisees. This document will cover essential information, including litigation history, compensation structure, the industries they represent, and the brands they sold franchises for in the previous year.

Related: The Critical First 100 Days of Onboarding — What You’re Likely Overlooking That Could Make or Break Your New Hire

A model for other states?

The IFA has expressed optimism that S.B. 919 could become a model for other states seeking to enhance consumer protections in the franchise space. California is a major player in the U.S. economy, and its moves often set the tone for future legislative trends. If other states follow suit, third-party franchise brokers nationwide may soon face a new era of increased accountability and transparency.

For the franchise industry, S.B. 919 represents a critical shift toward more responsible practices. It ensures prospective franchisees can access the information they need to make sound investment decisions. As the law rolls out over the next two years, franchise stakeholders nationwide be watching closely.

Related: Don’t Have Time to Start a Business? This Doctor, Lawyer and Now Part-Time Franchisee Would Disagree.

Americans love to shop — so much so that NPR devoted an episode of its “Consider This” program to the country’s shopping culture during the second year of the pandemic. But while just a couple of decades ago, shopping meant a trip to the mall, much of the activity has now moved online.

Personalized shopping is another area that emerging technologies have transformed. Where personal shoppers used to curate clothes for their clients just a few years ago, artificial intelligence is poised to take their place and reinvent our shopping experience.

Related: 5 Innovative Ways to Give Your Customers the Personalized Experiences They Want

AI technologies in retail personalization

Personalization has been a big subject in fashion retail for decades. While personal styling was only available to the elites during the 19th century, the advent of personal stylists and personal shoppers in department stores put a curated wardrobe within reach of the masses. Today, leading retailers are looking to artificial intelligence and machine learning to take their customers’ shopping experience to the next level.

The trend is not restricted to fashion. Retailers like Amazon have been embracing personalized recommendations since 2010, initially through the “customers who bought” feature. Offering product recommendations was not Amazon’s first foray into personalization. The company started that trend as early as 1999 by allowing customers to store shipping and payment information.

Today, retailers continue to use sophisticated machine-learning algorithms to deliver personalized recommendations to their clients. The use of AI in retail also includes chatbots welcoming shoppers to an ecommerce website just like a shop assistant would have welcomed them in a brick-and-mortar store.

Benefits of AI-driven personalization

Picture a customer in a huge department store looking for a small item. Even with the best sign-posting, they are likely to spend considerable time searching before they find that particular item. A knowledgeable shop assistant would make things easier.

When it comes to ecommerce, most retailers offer a basic search function on their platform. However, using that search function implies that someone knows exactly what they’re looking for. If the shopper only has a vague idea, the search could once again become time-consuming. A well-designed AI chatbot can cut down on that time by offering products that solve a consumer’s problem, without them knowing the exact name of the product.

Looking at fashion, the benefits of AI-driven personalization in retail become even more obvious. The legendary denim brand Levi Strauss & Co. is working on a project using AI-generated models that would allow customers to see clothes on different body types. The company acknowledged last year that it was not possible to present every single product on a range of different models. AI may be able to step into the breach.

Other benefits include more accurate forecasting of customer demand and the ability to manage supplies and staffing accordingly. As a result, in-person customers would benefit from limited wait times, while ecommerce clients would rarely, if ever, see the words “out of stock” when placing an order. Personalized retail marketing, including on social media platforms, is already offering more relevant products to customers than standard marketing tactics. AI can take retail marketing personalization to the next level.

Related: 3 Revolutionary Ways AI is Transforming Ecommerce

Implementing AI in retail

Retailers face similar changes to other businesses when it comes to implementing AI. Aside from accessible and affordable technology, they will need to gather consumer data, choose the most suitable AI tools for their circumstances and find ways to integrate AI-based applications with legacy systems.

According to the National Retail Federation (NRF), many retailers are interested in leveraging the benefits of AI and are watching developments closely. However, they continue to wait and see how the technology is developing and which best practices may emerge. Despite the hesitation, there seems to be no doubt that AI will change retail.

Challenges and considerations

Data privacy concerns and the cost of implementation are two of the main obstacles currently keeping retailers from embracing AI more widely.

Some NRF members have noted that the cost of implementation remains relatively high, while the benefits may seem logical but are as yet unproven and may not deliver an acceptable return on investment.

Successful implementation of AI in retail also requires significant amounts of data to train algorithms to deliver meaningful results. Convincing consumers to share their valuable personal information requires high levels of trust. Just like Amazon needed to convince its early customers to store payment information on the fledgling platform, retailers need to assure their clients that personal information will not be abused.

As retailers and industry organizations work to build a framework for AI in retail, adoption of these technologies will likely grow.

Future trends

AI will play a major part in enhancing customer experiences across different areas of retail. Early adopters like Germany’s largest producer of sparkling wine are already using AI to customize the content shoppers see in its stores. The company is using digital signs to display dynamic promotions for bottles close to the sign and avoids mentioning products that are out of stock.

Related: 3 Reasons Why AI and In-Store Teams Are an Excellent Duo for Smoother Retail Operations

While retailers may differ, many share the same goal — to remove friction from the shopping experience, both in-store and online. Streamlining interactions and customer service through AI is likely part of this development. Like other industries exploring the potential of AI, retailers are not looking to replace humans in their stores but rather to free up staff time for complex tasks.

Be it for fashion, gadgets, cars or groceries, Americans love shopping, and we are not alone in that. Personalizing the shopping experience is one of the keys to taking advantage of that affinity and growing any retail business’s customer base. AI will be one of the driving forces behind maximizing personalization and changing the face of retail as we know it today.

Cybersecurity marketing is changing rapidly, and the reason can be simplified down to a single word: trust. With improving technology, cybercrime is becoming more complex, and corporations must present themselves as not only solution providers but rather reliable guardians of clients’ most valuable assets. It’s no wonder that trust has become the bedrock of marketing in the cybersecurity industry over time.

Why trust is so important in cybersecurity marketing

Trust is important to any business, but the element of trust is critical in cybersecurity. The clients are not buying a physical product; they are buying a guarantee of safety. Decision-makers such as the CISO, CTO, and others need to be assured that the cybersecurity service provider they are looking at is able to grasp and respond to emerging threats.

Traditional marketing methods often fail to build this level of trust. Flashy ads and mass campaigns now feel overtly insincere, especially in a domain where sincerity is crucial. Prospects now need to have a high level of rapport with a company before even considering a demo, let alone becoming a customer. This is where the value of content marketing has risen as an effective approach.

Companies can demonstrate some level of thought leadership and credibility by providing educational resources like articles, case studies, webinars, whitepapers, etc. This shows that they grasp the evolving nature of cyber threats, which helps gain potential clients’ trust.

Related: 7 Marketing Strategies to Help Your Startup Grow and Scale

Challenges of traditional advertising in cybersecurity

While many cybersecurity companies still use traditional advertising, it’s proving more and more to be less and less effective in today’s market. Audiences are overwhelmed with ads, leading to extreme “ad fatigue,” where potential customers ignore these messages, making it harder for brands to stand out and establish credibility.

Moreover, people have become more skeptical of advertisements, often seeing them as exaggerated or misleading. This skepticism can be very damaging in cybersecurity, where trust is crucial. Instead of relying on ads, decision-makers turn to recommendations from peers or trusted industry experts. This is where influencer marketing becomes invaluable.

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The power of influencer marketing

Influencers have emerged as powerful voices because they’ve built authentic relationships with their followers and, in many cases, opted-in subscribers. For cybersecurity companies, partnering with these influencers means tapping into that established trust and reaching an audience far more receptive to their message.

Finding the right influencers: The challenges

Finding the right influencers in the cybersecurity space isn’t easy. Unlike other industries, cybersecurity is complex and demands high expertise. For this reason, companies need to be very selective about whom they partner with. It’s not just about the influencer’s following; their audience should consist of decision-makers genuinely interested in cybersecurity solutions. Furthermore, the influencer must have credibility and a history of discussing relevant topics accurately.

Vetting influencers is a time-consuming process that involves analyzing their content and engagement rates and verifying their audience’s authenticity. A poor match can be costly, wasting marketing spend and potentially harming a brand’s reputation.

Using platforms to streamline influencer marketing

Given these challenges, many companies are turning to platforms that specialize in influencer marketing to simplify the process. These platforms vet influencers and provide data-driven insights to ensure that brands are matched with the most relevant voices. That’s where platforms like Presspool.ai, which I founded, come in — simplifying and streamlining the process.

These platforms use advanced analytics to connect cybersecurity companies with verified influencers, engaging high-intent audiences. By leveraging data, these platforms match brands with influencers whose audience perfectly aligns with their target market, such as CISOs, CTOs, or other decision-makers. This approach removes the guesswork and allows brands to build authentic partnerships, making influencer marketing both scalable and efficient.

How influencer marketing drives results in cybersecurity

When executed correctly, influencer marketing can be incredibly powerful for cybersecurity brands. It allows them to reach high-intent audiences—people actively seeking solutions—who are more likely to engage. The key is that these audiences are hearing about your solution from someone they already trust, which significantly accelerates the sales cycle.

For instance, when a respected influencer in the cybersecurity field endorses a product, their followers are immediately intrigued. They’re more likely to click through, read the content, and genuinely consider the solution. This level of engagement is rarely achieved through traditional advertising.

Moreover, influencers help educate potential clients, breaking down complex topics in a way that resonates with their audience. This not only builds trust but also positions the brand as a credible authority in the space.

Why data and technology matter

As with any marketing strategy, measuring ROI is crucial. This is where data-driven platforms like Presspool.ai become invaluable. By providing real-time analytics on campaign performance, engagement rates, and conversions, these platforms allow companies to see exactly how their influencer partnerships are driving results.

The ability to track and optimize campaigns in real-time allows brands to adapt quickly, ensuring they’re always getting the best possible return on investment. This combination of data-driven insights and authentic influencer partnerships sets the stage for the future of cybersecurity marketing.

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As the digital landscape continues to evolve, cybersecurity companies must adapt their marketing strategies to avoid becoming irrelevant. Traditional advertising methods are rapidly losing effectiveness, and buyers are seeking more authentic, trusted voices.

By embracing influencer marketing and leveraging platforms that streamline the process, cybersecurity brands can connect with their target audience in a way that’s both genuine and impactful. It’s not about replacing traditional methods entirely but rather integrating a more nuanced, trust-based approach that resonates with today’s discerning buyers.

In an industry where trust is the foundation of every decision, I’ve seen first hand that building relationships through influencer marketing isn’t just a trend — it’s the future.

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